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Op-Ed | LVMH Is in the Luxury Driver’s Seat With F1 Deal

Sponsoring the top-class Formula 1 motor racing competition will help the group’s Louis Vuitton and TAG Heuer brands withstand the luxury downturn, writes Bloomberg’s Andrea Felsted.
Frédéric Arnault and F1 drivers in Monaco.
Frédéric Arnault and F1 drivers in Monaco. (Pierre Mouton)
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BoF PROFESSIONAL

Bernard Arnault is firmly in the luxury industry’s driver’s seat with LVMH Moet Hennessy Louis Vuitton SE’s sponsorship of Formula One motor racing. The company’s domination of the Paris Olympic and Paralympic Games was the warm-up act for the LVMH chief executive officer and founder’s sporting ambitions; the F1 partnership is the main event.

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